Amazon has released a new commercial for their Kindle line of e-readers and tablets. The first part of the commercial focuses on Amazon’s standard response in the Kindle vs. iPad debate: the Kindle is easier to read in the sun.

Then the focus shifts to the price. When the dorky iPad owner points out to the hot, bikini-clad Kindle owner that he can watch movies, she points out that her kids can do the same on their Kindle Fires, and that her Kindle and their Kindle Fires together cost less than his iPad.

Whatever your feelings about the iPad, the Kindle Fire, Amazon has taken pretty much the only option open to them from a marketing standpoint. A recent survey showed that the iPad ranked much higher than the Kindle Fire in terms of customer satisfaction. In fact, the feature Kindle Fire owners said they were most satisfied with about their device was its price tag.

What do you think of the commercial? Check it out below and let us know in the comments.